Positioning analysis of Spanish politicians through their Twitter posts versus Spanish public opinion.

The evolution of Information and Communication Technologies (ICT) has changed the way we communicate. Access to the Internet and social networks has even changed the way we organise ourselves socially. Despite advances in this field, research on the use of social networks in political discourse and citizens' perceptions of public policy remains scarce. So, the empirical study of politicians' discourse on social networks in relation to citizens' perception of public and fiscal policies according to their political affinity is of particular interest. The aim of the research is, therefore, to analyse positioning, from a dual perspective. Firstly, the study analyses the positioning in the discourse of the communication campaigns posted on social networks of Spain's most prominent politicians. And secondly, it evaluates whether this positioning is reflected in citizens' opinions about the public and fiscal policies being implemented in Spain. To this end, a qualitative semantic analysis and a positioning map is performed on a total of 1553 tweets published between 1 June and 31 July 2021 by the leaders of the top ten Spanish political parties. In parallel, a cross-sectional quantitative analysis is carried out, also through positioning analysis, based on the database of the Public Opinion and Fiscal Policy Survey of July 2021 by the Sociological Research Centre (CIS), whose sample is 2849 Spanish citizens. The results show a significant difference in the discourse of political leaders' social network posts-which is more pronounced between right-wing and left-wing parties-and only some differences in citizens' perception of public policies according to their political affinity. This work contributes to identifying the differentiation and positioning of the main parties and helps to guide the discourse of their posts.

Management of Loyalty and Its Main Antecedents in Sport Organizations: A Systematic Analysis Review.

Sports management is booming, thanks to society's growing interest in sports in general. This work provides an exhaustive review of the scientific literature of one of the variables most coveted by managers: loyalty. Antecedents positively related to loyalty are also conceptualized in this paper. The scientific literature search was limited to the last 15years to achieve a better fit with today's context. The Web of Science database was the main search method used, along with other, secondary resources, for a total of 328 scientific articles obtained as a base for this review. The results of this study bring together the most representative data in a systematic review of the loyalty variable in the field of sports management: the antecedents of loyalty, the terms with the greatest presence in the theory, the most representative authors and sources of this topic, and so on. One of the most significant results obtained from the review of these 300 bibliographical references is that the factors to be borne in mind for marketing strategies in sports organizations are satisfaction, commitment, trust, and service quality. The literature reflects that these variables, present in studies on loyalty in general, can also be found in the literature on sports management - in particular, satisfaction and service quality. However, few papers include all these antecedents at once, making this an interesting field for future research.

Happiness Management: A Culture to Explore From Brand Orientation as a Sign of Responsible and Sustainable Production.

The overarching call to action represented by the sustainable development goals (SDGs) calls for new sustainable production and management models. Likewise, in periods of crisis, such as the current COVID-19 pandemic, companies are forced to develop competitive and sustainable development strategies to increase their brand value and achieve a good market position. Therefore, this work's main objective is to design a structural equation modelling (SEM) to analyse the main critical dimensions of brand orientation to influence happiness in responsible and sustainable entities. For this purpose, a descriptive cross-sectional study was carried out based on primary data from a survey of a representative sample of 216 managers of small- and medium-sized enterprises in Andalusia (Spain) in the construction, industry and services sectors. The model results reveal significant dimensions of brand orientation and positively direct influence on happiness management. One of the significant managerial implications of this work is that the model allows for more responsible and sustainable management of entities by considering brand orientation about happiness.

How Does Happiness Influence the Loyalty of Karate Athletes? A Model of Structural Equations From the Constructs: Consumer Satisfaction, Engagement, and Meaningful.

Federations are concerned about attracting new sportsmen and sportswomen and increasing the number of members. The purpose of this research was to describe karate federations' strategies for attracting and retaining members through happiness. The analysis was carried out by designing a structural equation modeling (SEM), which allowed to analyze the main variables that influenced the happiness of the karate athlete and consequently to study their effect on people's loyalty to sports federations. In particular, Partial least squares SEM was applied in an overall model when it was possible to understand the happiness role in relation with other traditional relevant variables on loyalty. The data were obtained through primary sources employing a survey sent to the autonomous federations in the discipline of karate, obtaining a sample of 682 federated members in Spain. The results of the model revealed that consumer satisfaction, engagement, and meaningful influence on consumer happiness, but engagement was the most important and relevant variable for affecting this variable. Finally, consumer satisfaction and consumer happiness influence loyalty, and consumer satisfaction was the most important variable, but consumer happiness showed a real alternative for improving loyalty in karate sports federations. Then, one of the implications of this work was that it helped to explain how the federations can be managed to achieve loyal consumers together with a more considerable increase in the number of federated members.

Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers' Response.

The growing concern for health is currently a global trend, so promoting healthy products is an opportunity that companies can exploit to differentiate their products in highly competitive markets. The purpose of this research is to examine the antecedents of social media advertising value and their consequences for attitudes to healthy food and intentions to consume it, in a representative sample of Spanish consumers. The theory of Ducoffe's advertising value model was used as a conceptual framework for the antecedents of attitudes based on utilitarian and hedonic values. To achieve this objective, a descriptive cross-sectional study was carried out based on primary data from a survey of a representative sample of the Spanish population with 2023 valid questionnaires. The Partial Least Square (PLS) method was applied to test the hypothesized relationships and predictive variables. The result of this research allows us to determine which variables influence the consumer's response, as measured by intention, motivated by the consumer's attitude to the value of healthy food, as influenced by the advertising value on social networks. Furthermore, the findings show that, for advertising healthy food on social networks to be valuable, it must be credible and richly informative.